Huel partners with JD.com to sell its powdered food range in China

UK-based powdered food producer Huel has launched into China as it aims to take advantage of Chinese consumers’ demand for imported foods.

As well as selling through a dedicated website, Huel has partnered with Chinese e-commerce platform JD.com, giving the brand access to its 300 million users.

Huel offers consumers a range of “nutritionally complete” foods which are said to contain the recommended balance of protein, carbs, fibre and fats, plus all 26 essential vitamins and minerals needed on a daily basis. 

Founded in 2015 by entrepreneur Julian Hearn and nutrition expert James Collier, Huel was launched in the US in 2017 before further expansion to Europe this year. The brand has now sold over 25 million meals across 80 countries.

Huel said it aims to combat food waste and educate people on what constitutes a healthy lifestyle following the growing concerns related to heavy meat consumption.

Earlier this month, the brand secured £20 million in funding from equity investor Highland Europe, the brand’s first external investment since it launched.

Co-founder Julian Hearn said: “Huel has been profitable since day one and is on track to triple turnover this year. In order to accelerate growth, expand our product portfolio and reach new markets, we decided to take external funding into the company.”

In January, the brand expanded into the breakfast cereal category with the launch of Huel granola.